Mass Media Marketization and Media Reportage Reform in China

在毛时代，大众传媒机构是政府机构，大多数机构缺乏经营意识和媒体市场竞争意识，因为政府预算对其提供了充分的财政支持。自上世纪80年代S以来，报刊、电视台、电台相继被要求在财政上实现盈利或自力更生，中国的大众传媒开始考虑读者和受众的需求，不得不进行报道改革。随着大众传媒机构的大量增加，传媒市场的竞争也越来越激烈。竞争的结果是，人民日报等党报衰落，注重公民需求的报纸、杂志和电视、广播节目越来越受欢迎，影响力越来越大。共产党政府仍然通过任命干部、限制新闻活动来控制大众媒体。但另一方面，在国内和国际社会的压力下，当局不得不有条件地推进大众传媒的市场化进程，逐步扩大报道自由。

In Mao's period, institutions of mass media were governmental organizations, most of which lacked consciousness of management and competition in media market, because governmental budgets provided full financial supports to them. Since 1980's, newspapers, television and radio stations have been asked to be profitable or self-reliance in finance, Chinese mass media began to consider needs of readers and audience, and had to make reportage reforms. Because institutions of mass media increased greatly, competition in media market become more and more intensive. As a result of the competition, the party organs such as people's daily have been declining, newspapers, magazines and programs of TV and radio which stress on needs of citizens become more and more popular and influential. The communist government still controls mass media by appointing cadres, restricting activities of the press. But on the other hand, the authority had to promote marketization process of mass media with conditions and expand reportage freedom little by little under the pressures from domestic and international society.